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By Robert Coe, CTO and Co-founder, AcuityMD
AI is everywhere right now, from funding announcements and product launches to an endless stream of demos promising transformational change. Amid all of this activity, the question we hear most often from MedTech leaders is a simple one: Is this actually useful?
For all the attention AI receives, its real impact has far less to do with impressive demos than with its ability to make everyday work easier. This matters acutely in MedTech sales, where time is limited and reliability is critical.
So what could an AI-powered MedTech rep’s day actually look like in the near future?
AI adoption is exploding across software. ChatGPT has reached hundreds of millions of users faster than any product in history. At the same time, new AI-native companies are growing from inception to significant revenue with remarkably small teams.
That isn’t happening because AI is magically smarter than humans or because it replaces entire jobs. It’s because AI makes technology radically easier to use.
Users can now interact with systems by using natural language instead of complex workflows. These systems can interpret context, respond conversationally, and adapt to intent. By lowering the barrier to entry, AI removes friction across many forms of work, including MedTech.
AI is different in not what it can do, but how it changes the relationship between people and technology. Jensen Huang, NVIDIA’s CEO, frames this better than anyone: AI doesn’t replace purpose. It replaces tasks.
Purpose is why people show up to work. Tasks are the friction that gets in the way.
In MedTech, reps exist to be trusted partners to surgeons, to support high-quality patient care, and to build strong, sustainable territories. The tasks that fill their days, from administrative updates to planning detours and data entry, are necessary evils. They are not the reason reps chose this profession, yet they consume a disproportionate amount of time.
The human touch in MedTech sales is not going away. Relationships with surgeons, clinical confidence, and in-room presence matter too much. What is changing is how much a single rep can realistically get done in a day.
AI does not replace reps. Instead, it amplifies the best ones by removing busywork, surfacing insights faster, and helping them make better decisions.
To make this concrete, it helps to walk through a real day:
Morning: Turning Disruption into Opportunity
Early in the morning, a rep may already be deep into their territory when the first scheduled case of the day is cancelled. Anyone who’s carried a bag knows how common this is and how disruptive it can be. Plans change quickly, and suddenly there’s open time and pressure to make the most of it. Today, that usually means pulling over, opening maps, cross-checking accounts, and trying to make a decision quickly before the opportunity passes.
With AI, that process becomes far more streamlined. The system accounts for the rep’s location, pipeline, forecast, territory performance, and account history, then proactively recommends the next best action, explains why, and prepares a call plan automatically.
Maybe that’s with a long-time customer whose usage is slipping. Maybe it’s a high-value surgeon who’s been hard to reach.
Rather than searching for answers, the rep remains focused on the road and on the relationship ahead, while the platform handles the analysis in the background.
Afternoon: Supporting Decisions in Real Time
Later in the day, the rep may be in the operating room supporting a procedure. During the case, a surgeon asks a precise technical question at a critical moment. The rep may know the answer, but confirmation matters, and pulling out a phone or flipping through documentation is neither practical nor professional.
Now imagine AI-assisted guidance delivered through a heads-up display. The system sees what the rep sees, hears the question, understands the product, and surfaces the exact answer in real time, fully cited from IFUs and technique guides.
This isn’t science fiction – the hardware already exists. What remains is building software and agentic capabilities that work safely and consistently in real clinical settings.
Evening: Reclaiming the End of the Day
After a full day on the road, many reps return home to several more hours of administrative work, including notes, follow-ups, forecast updates, and scheduling. AI changes this dynamic as well.
Instead of logging into multiple systems late at night, the rep uses AI to review and capture information during the commute home. The AI assistant calls the rep and walks through the day’s activity, asking questions as needed, while the rep responds verbally to record notes, draft follow-ups, update forecasts, and queue tasks without taking their hands off the wheel. The system completes the administrative work in the background, allowing productive drive time to transition into personal time. The work still gets done, and the rep gets their evening back.
AI takes on the tasks that distract from a rep’s purpose: supporting surgeons, enabling great care, and growing the business. When planning, documentation, and system updates fade into the background, reps can spend more of their time in the OR, in front of surgeons, and actively supporting cases.
This is the future AcuityMD is building toward. Practical AI designed for how MedTech actually operates, working quietly behind the scenes while reps remain fully present in the field, focused on the work that only humans can do.
